A landing page is a standalone web page that a person "lands" on after clicking through from an email, ad, or other digital location. It is designed to persuade users to take one specific action, such as signing up for a newsletter, purchasing a product, or RSVPing for an event. Landing pages are used in online marketing to increase conversions and generate leads.
A landing page is different from other pages on a website because it focuses on specific, short-term goals, making it easier to test and optimize. It is often designed for a specific target audience, giving businesses the ideal opportunity to convert visitors into paying customers.
The key features of a landing page include:
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Lead capture form: This is a form where visitors enter their contact information, such as their name, email address, and job title, in exchange for a resource, like an ebook or whitepaper.
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Clear and compelling headline: This explains the benefits of the offer and encourages visitors to take action.
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Simplicity: Landing pages are designed around a single action, making them simple and easy to navigate. They generally shouldnt include a top navigation menu or other distractions.
Landing pages are great for:
- Getting email newsletter signups
- Selling a product or driving pre-orders for it
- Distributing marketing material, like ebooks and catalogs
- Linking users to an app download
- Registering users for an event
- Scheduling users for a product demonstration or sales call
In summary, a landing page is a valuable online marketing channel that can help businesses reach specific goals in the buyers journey. It is a standalone web page designed to persuade users to take one specific action, and it is often used to generate leads and increase conversions.
